The increase in the number of time people spend on mobile will increase overall media consumption by 1.4 percent.

Over 70 percent of Internet consumption is happening on mobile according to a new report from Zenith Optimedia. The company’s Media Consumption Forecasts, predicts that the number of time people around the world spends using the mobile Internet will increase by 27.7 percent, resulting in a 1.4 percent increase in overall media consumption. However, according to the report, “consumption of all other media – including the desktop Internet – will decline, by 3.4 percent in total.”

The report from Zenith is the second annual edition of the Media Consumption Forecasts and surveys the changes in consumer media consumption patterns in 71 countries. It explores how people allocate their time and attention to different media. The survey assesses how much time people spent reading newspapers and magazines, watching TV, going to the movies, listening to the radio, using the Internet, and even seeing outdoor advertisements.

Desktop Internet consumption hit a peak of 52 minutes a day in 2014, but in 2015, mobile Internet consumption took the lead and became the primary means for most people accessing the Internet. For 2016, Zenith predicts that people will spend an average of 86 minutes a day using mobile Internet and only 36 minutes per day using the desktop Internet. Mobile Internet consumption is most popular in the Asia Pacific, where it makes up 73 percent of Internet consumption, though North America follows closely at 72 percent.

In the past mobile Internet consumption independent of other media consumption, meaning people were spending more time on mobile, but not less time on other media. This is changing, and now mobile Internet consumption comes at the expense of all other media, according to the report. While mobile Internet consumption will grow by 27.7 percent in 2016, desktop consumption will decline by 15.8 percent; television will fall 1.5 percent, radio by 2.4 percent, newspapers will decrease 5.6 percent and magazines will see losses of 6.7 percent, with cinema declines at 0.5 percent.

Despite declines in all media channels except mobile, total consumption is still growing, driven by mobile. Internet consumption is expected to increase by 1.4 percent this year, will people averaging at more than 435 minutes a day of media consumption. However, Zenith predicts that by 2018 media consumption may begin to level off at an average of 448 minutes per day.

Mobile is presenting exciting opportunities. “Mobile technology is transforming the way people around the world consume media, and is expanding overall media consumption,” said Jonathan Barnard, Zenith’s Head of Forecasting. “It provides traditional media owners the opportunity to reach people and places they’ve never had access to previously, and gives consumers entirely new ways to find and enjoy the compelling content.”

While TV continues to decline it remains the most popular form of media consumption globally, TV still attracts 177 minutes of use a day and is expected to account for 38 percent of global media consumption in 2018, while Internet will account for 31 percent. It is important for advertisers and media publishers to stay focused on the Internet because that is where growth is happening, but they cannot afford to forget TV either.

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